Start a blog, they said. It will be fun, they said. It will further establish your brand and increase business, they said. Everyone will read it, they said. Much of this is true (ok, maybe not the everyone will read it part).
Those were the words I shared last week when I took a call from a real estate executive and acquaintance in the business asking about my blog. He is pondering developing something similar.
Reflecting on our conversation and the various experiences since first beginning this journey, I was reminded of not only the investment of time but the many benefits it has brought to my career.
Amazing things can happen when you step out of your comfort zone and take on a new challenge. Writing enriches thinking. Drafting content forces you to reflect deeper on situations. It encourages you to seek innovative ideas and make new connections. However, before anyone considers embarking on this type of endeavor, consider three (3) valuable lessons I have learned along the way:
- The Details Matter. More goes into a successful blog behind the scenes than you might realize. Besides making time to write, you need to plan relevant topics and conduct research. There is constant editing and proofreading. You will need to contemplate promotion, strategically publishing each post. Blogging is a long-term strategy that garners results over time.
- Be a Resource. Anyone can start a blog about anything today. The question for meaningful engagement is do you have something unique to offer? Full transparency here, not everything I write resonates. Some topics just miss the mark, but developing a niche is critical. Channel that special knowledge you have into something that will add value for the greater audience you are looking to interact with.
- That Word Authenticity. The best blogs are helpful, they offer insight, and in many instances, are also entertaining. Of equal importance, be the true version of yourself. People are seeking a real and authentic voice. Make sure your content reflects that.
Writing is not for everyone, and that’s okay. Blogging isn’t the only way to grow your content and brand reputation. Play to your strengths. Maybe you would shine as a podcaster or with unique video content. The world of marketing and public relations is without limits.
If you still believe a blog is the next best step for you, there are no shortage of examples in the commercial real estate marketplace. Hint: take a look at CREtech, SIOR Global, The Broker List, Duke Long, Jon Schultz, and Coy Davidson to name a few of the more prominent names out there.